Beauty brand Dove has worked with Dutch design consultancy VanBerlo to launch its first refillable deodorant in a bid to tackle plastic waste.
The stainless steel refillable deodorant case lets users insert new Dove deodorant refills when they need them.
These refills reportedly use some 54 per cent less plastic than a standard Dove Zero stick packaging. Of the plastic that is used 98 percent is made from recycled content.
The project has included input from international campaign group A Plastic Planet to revolutionise Dove’s use of materials for the good of the planet.
Made from stainless-steel, the deodorant keeps the use of raw materials to a minimum, whilst creating a structure that feels ‘substantial and very long lasting’.
“Cutting consumption and crossing over to circular business models by design, Dove refillable deodorant gives you back an experience not unlike a Swiss army knife,” said VanBerlo design and innovation director Sjoerd Hoijinck. “A quality object that is personal and ages well over time.”
A Plastic Planet co-founder Sian Sutherland, said: “As one of the biggest beauty companies in the world, Dove… leading the way to make refillable personal care products widely available to all, is a major step forward for the beauty industry.
“The ergonomic design, the smooth weight in the hand, elevates a simple everyday product to something of beauty and permanence. Everything we make begins at the design phase and this is a perfect example of how we can design differently in future.
“Sustainable design should be aspirational and beautiful not about denial and knitted armpits. We applaud the Dove team and the designers at VanBerlo that have shown the entire beauty industry what real creativity and reinvention can do.”
The design hopes to encourage American shoppers to adopt more sustainable practices, with the new product and refills available in Target and Walmart stores across America.
The average American produces more than 1ookg of plastic waste each year – more than in any country on earth.
In 2019, Dove announced one of the biggest plastic reduction plans of its kind in the global beauty industry, which reduces the use of virgin plastic by more than 20,500 tonnes per year – enough to circle the Earth 2.7 times each and every year.